Uncovering ways to boost membership is vital for museums and non-profit organizations. In order to survive, grow, and thrive, as well as continue to fulfill its mission, your organization needs to find innovative ways to attract new members and retain existing ones. Here are five trends to keep your eyes on!
1. Make the Call
Although some believe making phone calls is an archaic method to drive membership, Associations Now reports that a 2017 MemberZone survey revealed that up to 66 percent of associations are getting people to renew their membership by making phone calls. Moreover, on quite a few occasions (15 percent of the time), people have renewed their membership because they were called by other members who reminded them to do so. In other words, it’s not only important to call people as a means of securing new members or retaining existing ones, but also so that members can, in turn, call and help secure new and returning members.
2. Use Social Media as a Marketing Tool
Although more traditional methods of marketing, such as direct mail, are still relevant, moving into the digital age is more important than ever. For instance, social media is a huge market for those who take the time to learn to properly navigate it. In fact, up to 16 percent of membership associations are using social media to find their target demographic and encourage large batches of renewals, according to Associations Now.
3. Embrace your CRM Software
In addition to using social media for marketing, leveraging membership management software should be a fundamental ingredient of your strategy. Your CRM will give you a birds-eye view of your membership and track all of your interactions. Understanding your membership pipeline at a glance and optimize your time to tap, nurture, and serve your prospects, donors, and members.
4. Discover the Power of Google Analytics
If your website is a major source of membership sign-ups, Google Analytics is an excellent tool increase your effectiveness. Google Analytics can help you uncover the behavior of your prospects as they start your membership sign-up process. What was their entry-point to your site, how long are they spending on the form, and what is the conversion or drop-off rate? Understanding these aspects can help you fix any “leaks” and ensure a great experience for your potential members.
5. Track Your Progress
Keeping an eye on your progress over time can be one of the best things you can do to drive membership. As Peter Drucker once famously said, “If you can’t measure it, you can’t improve it.” By keeping track of how you progress from month-to-month or year-to-year, you can set a goal to exceed your goals over time!
Any new trends or tips you’ve recently discovered? We’d love to hear from you - give us a shout!